ASSIGNMENT OF ABM

SUBMITTED BY :SAKSHI GUPTA

MBA 4th sem
42315103918

An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). An IMC is a platform in
which a group of people can group their ideas, beliefs, and concepts into one large media base.

Marketing Mix Of Head & Shoulders – Head &

Shoulders Marketing Mix
Head & Shoulders is a subsidiary of its parent company Procter & Gamble. It
is associated with FMCG sector and offers products related to personal care.
Head & Shoulders is of American origins and was introduced to the consumer
market in the year 1961. The brand has targeted middle class and upper-
middle class people as its target customers. Some of its rival companies are
as follows-

 Sunsilk
 Unilever’s Clear
 Clinic All Clear
Product in the Marketing Mix Of Head & Shoulders :
Head & Shoulders has been able to gain consumer trust because of its
qualitative products. It is a hair care brand and deals in products related to anti-
dandruff segment so that it may result in smooth and beautiful hair. It offers
products for men, women and also products that can be used by everyone
irrespective of gender. These are for the dry, itchy and sensitive scalp, for relief
against dandruff and also for severe scalp conditions. Brand has a
diversified product portfolio that includes-

Shampoo –

 Classic Clean Shampoo

 Instant Relief Shampoo
 Citrus Breeze Shampoo
 Moisture Care Shampoo
 Instant Oil Control Shampoo
 Purely Gentle Shampoo

2-in-1 range-

 Old Spice 2-in-1 For Men

 Green Apple 2-IN-1
 Citrus Breeze 2-in-1
 Classic Clean 2-in1
 Instant Control 2-in-1

Conditioner-

 Smooth and Silky Conditioner

 Dry Scalp Care With Almond Oil Conditioner
 Classic Care Conditioner
 Green Apple Conditioner

Co-Wash-

 Moisture Care Co-Wash

Treatment-
  Full and Strong Hair Thickening Treatment
 Full and Thick Advanced Thickening Tonic For Men
 Full and Strong Scalp and Hair Treatment
 Moisture Care Scalp Soother
 Instant Relief Scalp Soother

Place in the Marketing Mix Of Head & Shoulders :

Head & Shoulders is a renowned brand and has spread its presence in several
countries of the world. It has grown from strength to strength because of its
penetration policies and has been able to capture
several international markets like Pakistan, Bangladesh, Canada, United States
and the United Kingdom. It made its debut in India in the year 1997 and has
been able to create a distinctive market of its own. Head & Shoulders has a
wide distribution network as it has the backing of its parent company Procter
and Gamble. Its distribution channel includes services of distributors and
retailers to reach consumers via supermarkets, discount stores, hypermarkets,
local markets and corner shops. Its products are also available via online
shopping platforms.

Price in the Marketing Mix Of Head & Shoulders :

Head & Shoulders has always been on the brink of the price war with its rival
companies. It faces stiff competition with several competitors and hence has
kept its prices at par by adopting competitive pricing strategy. It has also kept a
penetration policy so that it can reach towards new markets and gain further
customers. Head & Shoulders relies on its reasonable pricing strategy to attract
and maintain the loyalty of its consumers as its products are affordable and
pocket-friendly. Moreover, they are available in different sizes s that a person
can easily make a purchase according to his/her personal needs. The brand
also advocates promotional pricing strategy during the summer season by
offering discounts and incentives as sales during that time is higher and it
results in larger volumes and greater revenues.

Promotions in the Marketing Mix Of Head & Shoulders :

Head & Shoulders relies heavily on its marketing team for promotional activities.
It has adopted an aggressive policy that is creative and informative. Head &
Shoulders is one of the most recognised brands and has launched several ad
campaigns to create and maintain brand visibility in the market. Ads are aired
on radio, shown on different television channels and are also displayed through
newspapers, pamphlets, posters, magazines and hoardings at strategic places.

Head & Shoulders is a great believer of celebrity endorsement and has roped
in famous personalities to take part in its advertisements. Thalia, Mexican
celebrity, Jenson Button, Formula One Driver of British origin, Nauheed
Cyrusi, Indian model, Saif Ali Khan and Kareena Kapoor Khan, Indian actors
have all been part of this brand at one time or other.

Clinic Plus is a subsidiary of its parent company Hindustan Unilever Limited. It

is associated with FMCG industry and deals in personal care brand. Clinic Plus
is one of the largest selling brands in India and occupies a large chunk of market
share. It was introduced in Indian markets in the year 1971 and since then has
created a niche place for itself. The brand faces severe competition in the hair-
care segment from the following rival brands-

 Sunsilk
 Chic Shampoo
  Rejoice Shampoo
 Dove Shampoo
 Himalaya
 Pantene
 Garnier

MARKETING MIX OF CLINIC PLUS

Product in the Marketing mix of Clinic Plus

Clinic Plus is a personal care brand that offers its customers some vital hair-
care benefits like strengthening weak hair, softening rough hair, preventing hair
breakage and acting as an anti-dandruff shampoo.

Besides shampoo, the brand has launched hair oil and conditioner to give a
complete hair-care package to its customers. It is available in bottles of 650 ml,
175 ml, 80 ml, 340 ml and sachets of 6 ml, 6.5 ml and 5.5 ml.
The product portfolio if Clinic Plus includes-

 Clinic Plus Strong and Long Naturals Shampoo – It is naturally made with
herbal extracts and milk protein formula that is designed to work gently
from tip to roots of the hair. Less hair fall is guaranteed by the brand as its
shampoo offers nourishment to make the hair stronger.
  Clinic Plus Strong and Long Anti-dandruff Shampoo – in order to fight
dandruff the shampoo is equipped with antidandruff ingredients and milk
protein formula. The shampoo guarantees less hair fall, removal of
dandruff and nourishing hair from tip to roots.
 Clinic Plus Strong and Long Health Shampoo – The milk protein formula
guarantees less hair fall by nourishing the hair from tip to roots
 Clinic Plus Shampoo Ayurveda Care Triphala – It contains authentic
ingredients from Ayurveda like Bibhitaki, Haritaki and Amla, together
known as Triphala. The shampoo reduces hair fall and strengthens hair
and for best results must be used on alternate days.
 Clinic Plus Cream Conditioner – Soft and Silky – Using the only shampoo
leaves the hair a bit dry, rough and lifeless. Almond oil and milk protein
formula in the conditioner offers deep nourishment.
 Clinic Plus Daily care Hair Oil – Massage the hair oil from roots to tips on
the scalp for nourishing and strengthening as it has coconut oil and
minerals which are best for hair care regime
 Clinic Plus Almond Gold hair Oil – It is suitable for all types of hair and
Vitamin E content makes hair much stronger and beautiful.

Place in the Marketing mix of Clinic Plus

Clinic Plus has a Pan-India presence and is available in both rural and urban
parts of India. The company has spread its product presence in sixty-nine
countries like United Kingdom, Vietnam, Indonesia, Sri Lanka, Philippines and
Pakistan. Clinic Plus has the strongest presence in Middle-East, Latin America
and Asia and has become number one hair-care brand in places like Bolivia,
Thailand, Argentina and Brazil.

Clinic Plus has a strong distribution policy as it wanted to capture every nook
and corner of a place. It has taken help of its parent company to distribute
its products successfully in the consumer market. Hindustan Unilever, the
owner company of Clinic Plus has a vast distribution channel that includes more
than two million direct outlets.

The company has thousands of stockists who work exclusively for it.
Warehouses have been set up at strategic and convenient places. The stockists
order the carrying and forwarding agents, who are responsible for dispatching
the products from warehouses to retailers.
Clinic Plus products are easily available in grocery shops, corner shops, kirana
stores, hypermarket, convenience stores, supermarket and shopping malls.
The products can also be ordered online from several e-shopping sites.

Price in the Marketing mix of Clinic Plus

Clinic Plus has targeted families as its target customers and it has positioned
itself as a brand that offers do-good ingredients that are necessary for hair-care.
The company is a billion-dollar brand and by keeping its product prices
reasonable and affordable has been able to hold its position successfully in the
market.

Clinic Plus was interested in penetrating rural markets and hence has adopted
a penetration pricing policy and launched sachets of minimum prices so as to
tap the consumer base.

Hair-care sector is very competitive with several brands working neck-to-neck

to increase their share of the consumer market. Clinic Plus faces competition
from several rival brands and has adopted competitive pricing policy. It has kept
product prices at par with the prices set up by competitors so as to retain its
consumer loyalty. The company has also adopted a promotional pricing policy
and offers several incentives and discounts to increase its sales figures. It has
resulted in bulk sales and larger revenues.

Promotions in the Marketing mix of Clinic Plus

Clinic Plus believes in good and aggressive advertising to increase its brand
presence. It has created some very good advertisements that have been
launched in electronic, digital and print media via newspapers, magazines,
television channels, radio, billboards, leaflets, hoardings and sides and backs
of vehicle